Video content from social media platforms including Instagram, TikTok, and Facebook has a combined daily reach of 2.5 million Swedes.
According to the Stockholm-based media consultancy Mediavision, among younger audience, it is Tik Tok that stands out.
The use of video on social media has significantly increased in Sweden. Unlike traditional media, the content is dominated by short clips presented in endless feeds. over 30% of all Swedes aged 15-74 watch video on social media on an average day, and over a week, this figure rises to 50%.
TikTok, which launched in Sweden in 2017, has played a crucial role in the development of social video and is now one of the largest platforms among young people.
According to Mediavision, TikTok now reaches over 1 million daily viewers in Sweden, with a large portion of these being young people. Among individuals aged 15-24, over 30% use the platform on an average day.
“Social media, and particularly TikTok, has a very strong influence among younger audiences,” says Marie Nilsson, CEO of Mediavision. “The increase in recent years is significant. Social video is taking up a growing share of both viewing interest and advertising revenue,” Nilsson adds.
TikTok, like other social video players, is financed through advertising. As viewers increasingly spend their time on social video, advertisers’ interest also grows. According to estimates, advertising revenue for social video in Sweden already exceeds SEK 3 billion. This is as much as the other video streaming advertising, such as on YouTube and Swedish ad-supported streaming services combined.
